Photokina 2012: Hasselblad Stand Report

The Hasselblad stand is busier than any of us can remember seeing it, thanks to the announcement of its 'Lunar' project. Initial reactions to the news, at least from the comments we've seen, could politely be described as derisive but it's drawing a crowd, nonetheless.

Despite the company's protestations, it's hard not to conclude that it has an awful lot in common with the Sony NEX-7, from the spec (24MP APS-C sensor, 10 frame per second shooting), through to the positioning of all its major control points. And, while reps on the stand talk of Hasselblad firmware, based on its experience with its medium-format 'H' system, the interface and menu layout is remarkable NEX-like.

Customers will be able to select from a wide range of body and grip materials, from rare woods to carbon fibre, crocodile skin to suede - their camera will then be made (assembled?) in Sweden. Rather than the usual one-off prototype, the Hasselblad stand is bursting with around 40 possible examples of the camera.

The Hasselblad stand has around 50% of its area devoted to the Lunar

And there are plenty of examples of the camera, stressing its custom-built nature

Why would you feel bad? Man has been using beautiful wood creations since the dawn of time. For God's sake, set yourself free from the brain-washing you got in the Marxist school system! Personally, I don't like wood or animal skin on a camera, but not for the same reasons you have. Why would I say that I'd feel bad about the materials they used??

My feeling about the Sony line up, in general, is they lack optics that are serious. Don't understand the politics of Sony's relationship with Zeiss this line of cameras without the Zeiss quality glass to match and now Zeiss again through Hasselblad. Perhaps the parctical solution is to buy the Nex 7 and Hasselblad optics for it. Seems silly and punitive as a consumer. I could hope that this relationship will open a bridge to lens that match the capabilities of the Sony sensor. I could hope that the optics would be so good that the Sony chip could utilize and upgrade to deeper native bit depth and go from 12 right to 16 (Leica?). I would also like to add that for me the outstanding feature that has kept me away from the Sony is the screen that only shifts but doesn't pivot. This is a must have item to meet my needs these days. Thank you, John

Speaking of 'native bit depth'. . . I've always wondered by DPReview does not include that in their spec sheet, at least on the bridge cameras and 'up'. IMO an important spec to use in evaluating a purchase. . . is there a place these numbers are easily found and compared

Can somebody explain what is so much different (or desirable) of the body shell being made of aluminum instead of magnesium alloy? Hasselblad manager that replied to the negative reception of the Lunar camera said that the body shell takes 5 hours to be crafted.

Wondering if DPR put the NEX-7 alongside the Lunar or if that was a NEX-7 held by Hasselblad for comparison.

Calm down. The Photokina is a consumers market and they exhibit Boyz-Toyz meant to sell by the millions. Making a picture only takes 1/1000 of a second on any camera, creating a picture is an art and takes hours and mainly talent. The type of camera only plays a minor role.A real photographer doesn't care about the looks, that is only eye candy and fun for the masses.

"Note the Hasselblad branding on the 18-55mm lens". So you want $1200 for a NEX7, $3800 for basically a fenders and body kit, and then I get a 18-55 f3.5-5.6 attached to it!?! Wow. How many $5000 body buyers are interested in $150 zooms?

Want to reach a new younger, with-it, connected generation, do what Samsung has done with its new hybrid camera and other cameras with Wi-Fi, or even the new Nikon. If Nieman Marcus or similar firm had brought out a designer "NEX-7," fine. This audience had greater respect for the Hasselblad name.

So Sony themselves are switching to a normal hot shoe and Hasselblad "inherits" a hot shoe that does not match any of their previous cameras?! They have enough money to design a crocodile hand grip, but fail to make the flash system compatible with their system?! Oh boy...

oh well, the first picture tells it all: everyone (but everyone) looks sad. and the saddest one is the beautiful and elegant receptionist who looks completely out of place. i think she is kind of trying to hide behind flowers.

Maybe this partnership is not limited to the NEX7 but also to Sony's upcoming new FF offerings, it's just that Hasselblad needs to agree to include the NEX7 in the deal. As you could see, there's clearly no effort. It's just a special edition NEX7. The various materials don't fit well and software remains the same.

The "loony-line" is obviously not intended to be used for anything practical but as a "show-off" amongst billionaires. They are few and far between, so what will Hasselblad do with their existing line? Are they also to be regarded as show with little real substance?

I guess, that very few Hasselblad pro-users would have "thunk", that a new "loony-line" would solve their future needs.

What will be the next big thing in pro tools? Only a Caterpillar in pink and fake gold lametta could top Hasselblads move, and I do not expect that in the near future...

Since I did not expect Hasselblads latest move, I may be wrong on that "tool" front too...

Like a few Leica owners, I would venture to guess that some people, with deep pockets, will buy the camera because of the brand name, independent of the functionality and price. It just follows that old saying, "a fool and his money are soon departed". Lets hope that we do not do likewise with our purchases of expensive camera gear.

Please don't compare this joke to Leica. Leica M is the only true digital rangefinder camera made in the world today, it's unique, desirable and useful. I'm also not a big fan of leica's special editions, but at least it's their own product. Not rebranded NEX in a condom.

@Vadimka: Not Leica's M line rangefinders (which are both useful tools and pieces of art), but its D-LUX line of rebranded Panasonic Lumix. On the other hand, Leica didn't bother sticking animal skin on Lumix and charge five times more than the original.

Somehow I think this Lunar line will end up like Nokia's Vertu (cheapest: £3,500; most expensive mass production: £55,000; most expensive: £213,000): people who could actually afford those "bling bling electronics" would rather hire one in flesh i.e. a secretary, unless Hasselblad starts a one-button "24/7 photography tutor" service.

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